What hooks customers into using online reservation portals: a multichannel perspective
by Mohammad Ahmad Al-Hawari
International Journal of Electronic Customer Relationship Management (IJECRM), Vol. 7, No. 1, 2013

Abstract: The purpose of this study is to investigate and compare how offline and online factors influence customers' e-loyalty intentions within the airline online booking context. A convenience sample was selected. Primary data were collected using a pencil-and-paper survey, and AMOS 18 was used to test the hypothesised relationships. I found that online factors have a stronger influence compared with offline factors on customers' e-loyalty intentions. The key contribution of this paper is a conceptualisation of the predictors of customers' online booking services that takes into account the important offline and online factors cited in the literature.

Online publication date: Mon, 30-Jun-2014

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